Arnold on ethical marketing

CHRIS ARNOLD

This is certainly a creative way to deal with landfill, turn all your plastic bottles into clothing. This is exactly what Coke are doing, complete with slogans on like MAKE YOUR PLASTIC FANTASTIC and REHASH YOUR TRASH
Coke hopes that the new range of t-shirts could see up to 7000 million bottles ending up in the bottom drawer rather than landfill. They are also extending into other areas like bags, caps, purses and notebooks. Well it’s an innovate solution to the problem. I wonder what happens to the stuff once you get bored with it?

This week I visited a show at Olympia (I was actually doing a talk there on ethical marketing and websites). The show featured lots of companies selling promotional merchandise, not an area I do a lot of business in but I was amazed at just how green it’d all gone. Most were selling everything from pens made from old CDs to water calculators. There were some highly innovative ideas, proving that going green seems to get the old creative cells working.

According to the Mintel Global New Products Database 328 new environmentally-friendly products were launched last year. Personally I think that is way below the reality. Everyday I discover lots of new ideas. At the risk of sounding like a directory, here’s a couple of things that caught my eye recently.

The Eco Button. This novel device sits by your computer. One tap and it sends the PC into low energy sleep mode – saving electricity while you are away from the desk. Check it out.

Trashe Bolsas is a project based in Manila and recycles ads into bags. Finally a good use of ads many may say. I do need to point out these ads are printed on giant tarpaulins (not paper) which are cut up and sewn into carrier bags. The designs are novel with small parts of ad images on and that great dotted effect. The project helps support local people and profits are also helping to clean up a local waterfall. Check them out.

Another amazing item is a handbag a small charity Bottletop are importing. The bag is made from ring pulls and looks amazing. They are also doing a belt and other accessories. The charity has tied up with lots of top musicians, including Fat Boy Slim, and bring together fashion and music.

Another show, but one that is aimed at the public, is the LondonAware08 at the Barbican (May10th-11th). This will be packed with ethical living ideas from wind up radios to furniture made from recycled materials and a million other ideas. It’s the first of its kind and is packed with a who’s who of ethical producers and a range of top speakers, including Trevor Baylis. More details.

Don’t forget next Tuesday (April 22nd) is EARTH DAY (or maybe it’d be better renamed green wash day given the number of brands who have hijacked it with green spin). Check out my special blog on the day.